Amazon Sale 2025 brings the hottest deals on the best soundbar on top picks from JBL, Sony, boAt and other top brands
May 06, 2025 05:30 PM IST Product Rating Price Boat Aavante Bar 3600 Bluetooth Soundbar w/ 500W RMS Signature Sound,5.1 Channel Surround Sound,BTv5.3, Wall Mountable Design,Bass&Treble Controls&Master Remote Control(Premium Black) View Details
JBL Bar 800 Pro, 7.1 (5.1.2) Channel Truly Wireless Soundbar with True Dolby Atmos® 3D Surround Sound, 10' Down-Firing Wireless Subwoofer, PureVoice, HDMI eARC, Bluetooth, Wi-Fi & Optical Input (720W) View Details
amazon basics Soundbar with Wired Subwoofer, 90W RMS, 2.1 Channel, Remote Control, BT v5.3, HDMI (ARC Cable), Optical, Aux, USB, Compatible with TV, Smart Phones, Tablets, PCs (Black) View Details
ZEBRONICS Juke BAR 9510WS PRO Dolby 5.1 Soundbar, Dolby Audio, 600 Watts, Wireless (Dual Rear Satellites & 6.5 Subwoofer), Triple Driver Soundbar, Bluetooth v5.1 | HDMI (ARC) | Optical | USB | AUX View Details
Portronics Decibel 23 16W Wireless Bluetooth Soundbar with LED Lights, Upto 5Hours Playback Sound, Bass Mode, Built in Mic, USB Port, 3.5mm AUX Port, Bluetooth 5.3v, Type C Charging (Black) View Details
JBL Cinema SB241, Dolby Digital Soundbar with Wired Subwoofer for Extra Deep Bass, 2.1 Channel Home Theatre with Remote, HDMI ARC, Bluetooth & Optical Connectivity (110W) View Details
JBL Cinema SB271, Dolby Digital Soundbar with Wireless Subwoofer for Extra Deep Bass, 2.1 Channel Home Theatre with Remote, HDMI ARC, Bluetooth & Optical Connectivity (220W) View Details
JBL Cinema SB510, Dolby Audio Soundbar with Built-in Subwoofer, 3.1 Channel, Center Channel for Superior Voice Clarity, HDMI eARC, Bluetooth & Optical Connectivity (200W) View Details
JBL Cinema SB590 Deep Bass, Dolby Atmos Soundbar with Wireless Subwoofer for Extra Deep Bass, 3.1 Channel, Center channel for superior voice clarity, HDMI eARC, Bluetooth & Optical Connectivity (440W) View Details
JBL Newly Launched Cinema SB560, Dolby Audio Soundbar with Wireless Subwoofer for Extra Deep Bass, 3.1 Channel, Center Channel for Superior Voice Clarity, HDMI eARC, Bluetooth Connectivity (250W) View Details
JBL Bar 500 Pro Dolby Atmos® Soundbar with Wireless Subwoofer, 5.1 Channel, 3D Surround, Multibeam™, HDMI eARC with 4K Dolby Vision Pass-Through, One App, Bluetooth, Wi-Fi & Optical Input (590W) View Details
JBL Cinema SB190 Deep Bass, Dolby Atmos Soundbar with Wireless Subwoofer for Extra Deep Bass, 2.1 Channel with Remote, Sound Mode for Voice Clarity, HDMI eARC, Bluetooth & Optical Connectivity (380W) View Details
JBL Bar 2.1 Deep Bass (MK2), Soundbar with 6.5' Down-Firing Wireless Subwoofer, 2.1 Channel, Built-in Dolby Digital, Bluetooth, HDMI & Optical Connectivity (300W) View Details
Boat Aavante Bar Orion Plus Bluetooth 2.1-Channel Soundbar with 160 W Signature Sound, BT v5.3, Multi-Compatibility, Attractive Design, EQ Modes & Master Remote Control(Midnight Black) View Details
boAt Aavante Bar A1040 Bluetooth 2.1 Channel Soundbar with 50 W Signature Sound, Bluetooth v5.3, Multi-Compatibility & Master Remote Control (Premium Black) View Details
Boat Aavante Bar Groove Bluetooth 2.0 Channel Soundbar with 16 W RMS Output, Multiple Connectivity Modes, Up to 6 hrs Playtime, Bluetooth v5.0 & USB Type-C Port(Premium Black) View Details
boAt Aavante Bar Quake, Wired Subwoofer, 200W RMS Signature Sound, 2.1CH, Multiple Ports, Bass & Treble Controls, 4 EQ Modes, Bluetooth Sound bar, Home Theatre Soundbar Speaker (Midnight Black) View Details
Boat Aavante Bar 490 Bluetooth Soundbar 10W RMS Signature Sound,2.0 Channel,BTv5.1,Dual Full-Range Drivers, AUX, TF Card, USB, Upto 7 Hrs Playback,Built-in Mic,TWS Feature(Classic Black) View Details
Boat Aavante Bar Mystiq Soundbar with 100W RMS Boat Signature Sound, 2.1 CH,Multi-Connectivity Modes,BT v5.3,Wired Subwoofer,EQ Modes,Bass & Treble Control & Remote Control(Pitch Black) View Details
Sony HT-S2000 5.1ch Dolby Atmos Compact Soundbar Home Theatre System with SA-SW3 Wireless Subwoofer and SA-RS3S Rear Speaker(Dolby Atmos/DTSX, Bluetooth Connectivity, HDMI, Optical,HEC App Control) View Details
Sony Bravia Theatre Bar 8(HT-A8000) with 360 SSM,IMAX,Dolby Atmos/DTSx Premium Soundbar Home Theatre System with subwoofer SW5 & Rear Speaker SA-RS5-Black View Details
Sony HT-A3000 5.1.ch 360 SSM and Dolby Atmos Soundbar Home Theatre System with Wireless subwoofer SA-SW3 and Rear Speaker SA-RS3S(Hi Res & 360 Reality Audio, Bluetooth,Google/Alexa) View Details
Sony New Launch BRAVIA Theatre Bar 8 Premium Soundbar Home Theatre System for TV with 360 SSM,IMAX,Dolby Atmos/DTSx (HT-A8000) with subwoofer SW5 & Rear Speaker SA-RS3-Black View Details
Sony New Launch BRAVIA Theatre BAR 9 Premium Soundbar Home Theatre System for TV with 360 Spatial Sound Mapping, IMAX,Dolby Atmos/DTSx (HT-A9000) with subwoofer SW5 & Rear Speaker SA-RS3S-Black View Details
Sony HT-S40R Real 5.1ch Dolby Audio Soundbar for TV with Subwoofer & Wireless Rear Speakers, 5.1ch Home Theatre System (600W, Bluetooth & USB Connectivity, HDMI & Optical Connectivity, Sound Mode) View Details
Sonos Ray - Small Soundbar for TV with Bluetooth, WiFi, Apple Airplay, Spotify Connect (Black) View Details
Sonos Arc - The Premium Hdmi Soundbar with Dolby Atmos (White) View Details
Small Soundbar for TV with Bluetooth, WiFi, Apple Airplay, Spotify Connect (White) View Details
Sonos Beam 2 Wireless Soundbar (Black) View Details
Sonos Beam 2 Wireless Soundbar (White) View Details
LG SNC4R 420W 4.1 Channel Wireless Subwoofer and Rear Speaker, Wow Interface, Rear Surround Sound Home Theater Soundbar with USB & Bluetooth Connectivity (Black) View Details
LG SQ75TR, 600W, 5.1.1Ch Home Theater Soundbar with Dolby Atmos, Center Up-Firing Speaker, AI Sound Pro, Wow Synergy, Wireless Subwoofer, Rear Speaker Inbuilt Receiver, QNED Matching Bracket Inside View Details
LG SG10TY 420W 3.1 Channel Dolby Atmos, Wow Synergy, AI Room Calibration Pro, Triple Level Spatial Sound & Smart Up-Mixer Soundbar with HDMI, Wi-Fi, USB & Bluetooth Connectivity (Black) View Details
LG S95TR 810W 9.1.5 Channel Dolby Atmos, True Wireless Triple Up-Firing Speaker with Up-Firing Rear Speaker, Home Theater Soundbar with HDMI, Wi-Fi, USB & Bluetooth Connectivity (Black) View Details
ZEBRONICS JUKE BAR 9900 Soundbar, 725 Watts, DTS X, Dolby Atmos, 7.2.2 (5.2.4), 2x Wireless (Subwoofer & Satellites), BT v5.3 | HDMI eARC | Optical IN | AUX | USB, RGB LED, Wireless UHF Mic, Deep Bass View Details
ZEBRONICS JUKE BAR 8700 PRO 200W Dolby Soundbar with Wireless Subwoofer, Supports Bluetooth, HDMI (ARC), AUX, Dolby Audio, LED Display, Wall Mountable, Virtual 5.1 and Dual Driver View Details
ZEBRONICS VITA BAR 201, Wireless Bluetooth Soundbar, 30 Watts, Upto 8 Hours Playback, Powerful Dual Drivers, Dual Passive Radiators, LED Indicator, BTv5.3 | USB | AUX View Details
ZEBRONICS Juke BAR 7600 Soundbar, 300 Watts, 5.1 Surround, Dual Rear Satellites, Triple Driver Soundbar, 6.5 Subwoofer, Bluetooth | HDMI (ARC) | Optical | USB | AUX View Details
ZEBRONICS Juke BAR 3903 Soundbar, 80 Watts, Virtual 5.1 Surround, Dual Driver Soundbar, 4.5 Subwoofer, Bluetooth v5.1 | HDMI (ARC) | USB | AUX, Wall Mountable View Details
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Hans India
15 hours ago
- Hans India
Three friends, one uncertain future: Amazon MX Player unveils heartfelt drama Lafangey
Amazon MX Player has released the trailer for its latest original series, Lafangey, a grounded and emotionally rich drama that charts the unpredictable paths of friendship, ambition, and adulthood. Set to premiere on 6th June, the series will stream for free across all Amazon MX Player platforms. Directed by Prem Mistry and written by Abhishhek Yadav, Lafangey follows the intertwined lives of Chaitanya, Rohan, and Kamlesh — three inseparable childhood friends now facing the sobering complexities of adult life. With their dreams in sight but their realities catching up, the trio must confront questions of identity, responsibility, and loyalty, all while trying to hold onto the bond that once defined them. Set in the heart of Noida, the series explores themes many young Indians will find familiar: career anxiety, societal pressure, romantic confusion, and the emotional weight of expectation. The cast features Anud Singh Dhaka, Gagan Arora, and Harsh Beniwal in lead roles, alongside Barkha Singh and Salonnay Gaur. The newly released trailer paints a vibrant, at times chaotic, picture of young adulthood. Chaitanya faces a deep personal conflict as he struggles to choose between fulfilling his own ambitions and living up to his family's hopes. Rohan wrestles with love and financial instability, while Kamlesh, the dreamer of the group, chases a career in entertainment against all odds. Their stories are marked by laughter, heartbreak, and the constant push-and-pull between idealism and reality. Speaking about the show, Amogh Dusad, Head of Content at Amazon MX Player, said, 'Lafangey reflects the messy beauty of growing up — when you're figuring out who you are while trying not to lose the people who matter. We wanted to create something honest, entertaining, and deeply relatable.' Director Prem Mistry echoed the sentiment, adding, 'This series is about every young person trying to forge their own path in a world that doesn't always make space for dreams. It's raw, real, and made with a lot of heart.' The cast also shared their personal connection to the story. Gagan Arora, who plays Rohan, described his character as someone 'constantly torn between his own desires and the life others expect him to lead.' Harsh Beniwal, portraying Kamlesh, said, 'Kamlesh is a dreamer, sure, but also someone who's learning what it means to take life seriously — even when he doesn't want to.' Barkha Singh, who plays Ishita, Rohan's love interest, added, 'Ishita is ambitious, driven, and complex. Her relationship with Rohan isn't a simple love story — it's about two people trying to grow in different directions without growing apart.' Lafangey will be available to stream free of charge from 6th June on Amazon MX Player via its mobile app, Amazon shopping app, Prime Video, Fire TV, and connected smart TVs. Watch the trailer here:
Mint
19 hours ago
- Mint
Best portable speakers to fill your day with music, from sunrise picnics to midnight bonfires
The best portable speakers from Sony, JBL, Marshall, Bose, and boAt turn ordinary moments into shared experiences. Good music deserves to be heard, not just in your living room but at the park, on the beach, or around a campfire. These speakers make it easy to share your favourite tracks with friends, filling any space with energy or calm, depending on the mood. There's a certain satisfaction in knowing your music can travel with you, sounding just as rich outdoors as it does at home. For anyone who values connection, spontaneity, and a bit of fun, the right portable speaker offers more than convenience, it brings people together, creating the kind of memories that last long after the playlist ends. Product Rating Price Best ratings Bose SoundLink Micro, Portable Outdoor Speaker, (Wireless Bluetooth Connectivity), Black View Details Reliable choice JBL Flip 6 Wireless Portable Bluetooth Speaker Pro Sound, Upto 12 Hours Playtime, IP67 Water & Dustproof, PartyBoost & Personalization App (Without Mic, Black) View Details Easy to carry JBL Go 3, Wireless Ultra Portable Bluetooth Speaker, Pro Sound, Vibrant Colors with Rugged Fabric Design, Waterproof, Type C (Without Mic, Blue) View Details Indian brand boAt Stone 352 Pro/Stone 358 Pro w/ 14W Signature Sound, Up to 12 Hours Playback, RGB LEDs, TWS Feature, Built-in Mic, BTv5.3, AUX Port, IPX5 & Type-C Interface Bluetooth Speaker (Raging Black) View Details Premium brand Marshall Emberton II Compact Portable Bluetooth Speaker with 30+ Hours of Playtime, (360° Sound), Dust & Waterproof (IP67) Black & Brass. View Details View More The best portable speakers aren't just about volume, they're about bringing people together, wherever you are. The Bose SoundLink Micro lets you enjoy music in the park, at the beach, or on a cycling trail. Its sturdy, waterproof design means you won't worry about drops or splashes. The built-in strap makes it easy to take along, and calls stay hands-free, so you're never out of touch. Strap tear-resistant silicone Wireless range up to 9 metres Exceptionally durable and travel-friendly Clear, powerful sound for its size Micro-USB charging feels dated Battery life may be short for long trips What are buyers saying on Amazon? Buyers love its reliability outdoors and the surprisingly rich sound, though some wish the battery lasted a bit longer. It's a trusted pick for those who want the best portable speakers for active days, spontaneous plans, and effortless sharing. The best portable speakers turn any outing into a celebration, and the JBL Flip 6 makes that effortless. Its punchy sound fills open spaces, so your playlist never gets lost in the background. Take it to the pool or on a hike - rain, dust, or splashes won't slow it down. With a battery that lasts all day, you can focus on the moment, not the charger. Personalise your sound, link up with friends, and make every gathering memorable. Water/dust resistance IP67 Connectivity Bluetooth 5.1 Customisation JBL Portable App Deep, lively bass and strong volume outdoors All-day battery for uninterrupted listening No built-in microphone for calls App customisation may be unnecessary for some What are buyers saying on Amazon? Buyers appreciate the rugged build and full sound, especially outdoors, though a few miss having a microphone for calls. Choose it for reliable, bold sound wherever you go - perfect for those who want the best portable speakers for every adventure. The best portable speakers make every day brighter, and the JBL Go 3 does this with style and ease. Its ultra-compact size slips into your bag or pocket, so music is always just a moment away. Splash-proof and dust-resistant, it's ready for beach trips, picnics, or a quick catch-up in the park. Crisp sound and punchy bass bring energy to any setting, letting you enjoy your favourite tracks wherever you roam. Battery life up to 5 hours water/dust resistance: IP67 Connectivity Bluetooth 5.1 Extremely lightweight and easy to carry Impressive sound for its tiny size No microphone for calls Shorter battery life compared to larger models What are buyers saying on Amazon? Many love its portability and bold sound in such a small package, though some wish it lasted longer between charges. It's a great pick for anyone after the best portable speakers that fit into any lifestyle - compact, tough, and always ready to play. Music feels more alive when it's shared, and the boAt Stone 352 Pro brings that energy to every gathering. Its 14W stereo output delivers punchy, clear sound, making it a solid choice for both indoor and outdoor plans. The RGB LEDs add a playful vibe, while the IPX5 rating means you don't have to worry about splashes or spills. With up to 12 hours of playback, you can keep the tunes going long after sunset. The built-in mic and TWS feature make calls and pairing with another speaker effortless, so you're always ready for a spontaneous party. Playback time up to 12 hours Connectivity Bluetooth 5.3, AUX, Type-C Strong, room-filling sound with fun lighting effects Versatile connectivity and long battery life RGB lights may not appeal to everyone Slightly bulky for ultra-portable needs What are buyers saying on Amazon? Users love the vibrant sound and battery life, mentioning it's a hit at get-togethers, though some find it a bit chunky. It's ideal for those who want a lively, durable speaker that keeps the music—and the mood -going wherever you take it. The Marshall Emberton II turns music into an experience that follows you all day. Its 360° sound fills any space evenly, making it perfect for small gatherings or solo listening. The rugged IP67 rating means dust and water won't hold it back, so it's ready for beaches or hikes. With over 30 hours of playtime, it keeps the soundtrack going well beyond sunset. Pairing multiple speakers adds depth and volume, letting you tailor the atmosphere exactly how you want it. Water/dust resistance IP67 Long battery life for extended use Rich, balanced sound in all directions Premium price point No built-in voice assistant What are buyers saying on Amazon? Buyers praise its durability and sound quality, noting it's a reliable companion for outdoor and indoor use alike. It's a smart choice for those who want a tough, long-lasting speaker with signature sound that fills every corner. The Sony SRS-XB100 brings deep, punchy bass to a compact, travel-friendly design. Its IP67 rating means it stands up to dust and water, making it a dependable companion for outdoor adventures or daily commutes. With up to 16 hours of battery life, it keeps the music flowing through long days. The versatile strap lets you carry it hands-free, while clear hands-free calling keeps you connected without missing a beat. Battery life up to 16 hours water/dust resistance IP67 Connectivity Bluetooth, USB Powerful bass in a small package Durable and easy to carry Sound may lack depth in larger spaces No multi-speaker pairing feature What are buyers saying on Amazon? Users appreciate its portability and bass, praising durability but noting it's best for close-range listening. Ideal for those seeking a rugged, lightweight speaker that delivers solid sound and fits effortlessly into any routine. The Bose SoundLink Flex (2nd Gen) brings big, balanced sound to any adventure, easily slipping into your bag or clipping onto your backpack. Its hi-fi audio and deep bass mean your favourite tracks sound full and lively, wherever you're listening. The tough, waterproof build shrugs off drops and splashes, so you can focus on the moment. With all-day battery life and reliable Bluetooth, it's ready for every plan, from picnics to road trips. Battery life up to 12 hours water/dust resistance IP67 Connectivity Bluetooth 5.3, multipoint Design silicone-wrapped, compact Impressive audio quality for its size Strong, durable build for outdoor use Slightly heavier than some rivals Premium price tag What are buyers saying on Amazon? Buyers praise its rich sound and ruggedness, saying it's a favourite for both travel and home listening. It's perfect for those who want reliable, quality sound and a speaker tough enough to handle life's unpredictability. The Tribit XSound Plus 2 stands out for those who want their music to be bold and present, indoors or out. Its powerful 30W output and XBass function mean playlists sound punchy and clear, even in open spaces. With a battery that lasts all day, you're set for road trips or long gatherings without interruption. The waterproof build and long Bluetooth range let you roam freely, while customisable sound settings keep every track just right. Battery life Up to 24 hours Wireless range Up to 150 feet Strong, bass-rich sound and impressive volume Exceptional battery life for extended use Larger size may not suit all bags App customisation can feel overwhelming for some What are buyers saying on Amazon? Buyers highlight the robust sound and battery, with many impressed by its performance at outdoor events and gatherings. It's a top pick for those who want a reliable, long-lasting speaker that can handle big spaces and bigger playlists. The Sony ULT Field 1 delivers a punch of massive bass in a compact, rugged design that's ready for any adventure. Its 12-hour battery life means the music won't quit before you do, while the IP67 rating keeps it safe from water, dust, and rust. The detachable strap makes it easy to carry, and hands-free calling keeps you connected without missing a beat. With app control, you can personalise your sound and keep the party going your way, making this one of the best portable speakers out there. Battery life Up to 12 hours water/dust/rust resistance IP67 Connectivity Bluetooth, app control Features Built-in mic, detachable strap Deep bass and clear sound Durable, travel-friendly design Bass may overpower some genres App features can be complex initially What are buyers saying on Amazon? Users praise its bass and durability, noting it's perfect for outdoor use but recommend exploring app settings for best sound. Ideal for those who want a tough, bass-rich speaker that's easy to carry and keeps calls clear on the go. Sonos Move 2 brings a sense of occasion to any space, delivering crisp stereo sound and deep, resonant bass that make every playlist feel fresh. Automatic tuning ensures your music always fits the mood, whether you're hosting friends in the garden or unwinding indoors. With 24 hours of battery life and a wireless charging base, it's ready for long days and spontaneous nights. For those searching for the best portable speakers, this one stands apart. Battery life up to 24 hours Sound Stereo, automatic Trueplay tuning Connectivity WiFi, Bluetooth, Amazon Alexa Charging wireless base, USB-C Sound adapts seamlessly to any setting Long battery life with convenient charging Heavier than most portable models Premium price tag What are buyers saying on Amazon? Buyers love the sound clarity and battery stamina, though some note it's best for those who don't mind a bit of weight. It's a top choice for anyone who wants music that sounds brilliant everywhere, with the best portable speakers features built in. Look for robust waterproof and dustproof ratings (like IP67), long battery life, and sturdy build quality. These features ensure your speaker can handle the elements and last through long outings, making it a reliable companion for picnics, hikes, or beach trips. Sound quality varies, but the best portable speakers deliver clear vocals, balanced mids, and punchy bass even at high volumes. Some models offer stereo sound or 360-degree coverage, ensuring your music fills the space without distortion, whether indoors or outside. If you value hands-free control or want to tweak your sound, features like built-in smart assistants and app-based EQ controls can add real convenience and personalisation. However, if you just want straightforward music playback, these extras may not be essential. Long battery life means less worry about recharging and more time enjoying your music. Top models offer anywhere from 10 to 24 hours of playtime, making them suitable for day-long events or weekend trips without needing a power source. Sound quality should be clear and balanced, with enough bass to suit your music preferences. Battery life matters, so pick a model that can last through your longest outings without frequent recharging. Portability is key; a compact and lightweight speaker is much easier to carry around. Durability is important, especially if you'll use the speaker outdoors, so check for water and dust resistance. Connectivity options like Bluetooth, AUX, or Wi-Fi should be reliable and compatible with your devices. Extra features such as built-in microphones, app controls, or the ability to pair multiple speakers can add real value. Speaker Name Battery Life Sound Features Durability/Portability Bose SoundLink Micro 6 hours Crisp, balanced sound, strong bass IP67 waterproof, tear-resistant strap JBL Flip 6 12 hours Deep bass, JBL Pro Sound, stereo IP67 waterproof/dustproof, rugged build JBL Go 3 5 hours Punchy bass, clear audio Ultra-compact, IP67 waterproof/dustproof boAt Stone 352 Pro 12 hours 14W stereo, RGB LEDs, TWS pairing IPX5 water-resistant, robust design Marshall Emberton II 30+ hours 360° surround, signature Marshall sound IP67 water/dustproof, compact and tough Sony SRS-XB100 16 hours Extra Bass, sound diffusion processor IP67 water/dustproof, lightweight with strap Bose SoundLink Flex (2nd Gen) 12 hours Hi-fi audio, deep bass, balanced sound IP67 waterproof/dustproof, silicone-wrapped Tribit XSound Plus 2 24 hours 30W stereo, XBass, custom EQ IPX7 waterproof, sturdy build Sony ULT Field 1 12 hours Massive bass, ULT button, clear calls IP67 waterproof/dustproof/rustproof, detachable strap Sonos Move 2 24 hours Stereo, automatic Trueplay tuning IP56 weather-resistant, wireless charging base Disclaimer: Mint has an affiliate marketing partnership, which means we may get some commission on purchases you make through the retailer sites links provided. These partnerships do not influence our editorial content, which is free from any bias or marketing pitch. We strive to provide accurate and unbiased information to help you make informed decisions. We recommend verifying details with the retailer before making a purchase.
Time of India
20 hours ago
- Time of India
YouTube's victory in the TV wars depends on parents
HighlightsYouTube commands 12.4% of audience time spent watching television, surpassing Disney's 10.7% and significantly outpacing Amazon's 3.5%. Concerns arise over YouTube's algorithm, which prioritizes quantity over quality, leading to potential exposure to harmful content for younger viewers. The platform's unregulated environment, including its comments section, contributes to the spread of misinformation and targeted harassment, raising distrust among parents. Here's a stat that might come as a shock to casual observers of the media ecosystem: The media company that commands the largest percentage of our eyeballs is not the mighty Netflix Inc., the Walt Disney Co. juggernaut or the omnipresent Amazon .com Inc. Prime. It's YouTube . The platform represents 12.4% of audiences' time spent watching television, according to Nielsen Holding Ltd.'s Media Distributor Gauge report for April. That beats Disney's 10.7% (which includes not only the platforms and channels that bear its name but ESPN and Hulu to boot), nearly doubles the 6.8% and 6.7% for Fox and Warner Bros. Discovery , respectively, and pummels the puny 3.5% share for Amazon. But before we hail the platform as another nail in traditional TV's coffin, it needs to accomplish something else: earn the trust of its users, particularly parents. There are real problems with the way YouTube works and the suggestions it makes to viewers (especially younger ones). It sets the entertainment powerhouse up for the kind of backlash we're seeing against other dominant but problematic tech companies. If you're old enough to remember a pre-YouTube world or when the platform struggled through its initial era of low-res user-generated videos and one-joke viral breakouts, the idea of consuming media primarily through that portal sounds absurd. For example, Gen Xers like me may use it as little more than a last resort destination: a place to find a clip from a movie that isn't streaming, an episode of a show that we forgot to DVR, the badly-dated music video for a song that was briefly popular when we were in high school or various other goofy little things that aren't substantial enough to exist anywhere else. But I can also tell you, as the father of a tween, that this is not how younger people think of YouTube. For many of them, it (and other social media sites) is the window through which they see the world and the door though which they travel to find whatever they're seeking. The beauty of YouTube circa 2025 is that it has everything, from rentable movies to full, free seasons of television to vast musical archives to daily updates from your favorite influencers. The horror of YouTube circa 2025 is also that it has everything, from unhinged conspiracy theories to casual racism and misogyny to hours-long videos of ideological indoctrination to sexually suggestive material. Its everything-and-the-kitchen-sink approach might not be such a concern if the platform increased efforts (aside from the most basic and easily evadable parental controls) in keeping the scarier stuff contained. Instead, viewers are in the thrall of the platform's problematic algorithm, which exists not to enhance the quality of the user experience but the quantity of it. In December, the company reported that people watched more than one billion hours of YouTube on TV daily. That time can often be spent not on the specific video that a user is seeking out but on the videos the platform's algorithm recommends and/or auto-plays at its conclusion. By now, there are well-known stories of how quickly the algorithm can steer viewers toward unrelated, or even worrisome, content. A much-shared 2019 New York Times story detailed the online radicalization of Caleb Cain, who 'fell down the alt-right rabbit hole' on YouTube. A year earlier, the company's then-product chief and now CEO said that the site's recommendations accounted for more than 70% of all time spent on YouTube. (Alphabet Inc.'s Google , YouTube's parent company, did not share updated metrics when asked by Bloomberg Opinion ahead of publication.) And while it may be uncommon for the platform to function as a full-stop radicalization machine — suggesting QAnon screeds to innocent cat video connoisseurs — it's hard to find a user (or a parent) who can't recall at least one head-scratching recommendation or ill-advised curiosity click. Busy parents or guardians, for example, might turn on an age-appropriate show for their kids to watch on YouTube (there's a reason 28% of the platform's viewers are aged 2-17). Maybe they need to occupy their children's attention while working from home, doing a household chore or two or perhaps just to get a mental break — only to hear or see a questionable video playing before it can be intercepted. Does that scenario sound familiar? For at least a segment of the population, this has led to an inherent distrust of YouTube's anything-goes, Wild West approach, which is absent from the sense of curation on conventional television networks or subscription streaming services. And it's hard to overstate the role that the platform's unruly and frequently unmoderated comments section can play in the dissemination of misinformation, to say nothing of the targeted harassment that runs rampant on both the site itself and various third-party tools. Unfortunately, the monopolistic nature of our current tech landscape means that the chances of an upstart video streaming platform replacing the ubiquitous YouTube are slim to none, even if other sites and apps (such as Vimeo , to name the most obvious example) offer a far superior user experience. But never forget, it was once hard to imagine any social media website overtaking MySpace, and user enthusiasm for Google's search engine, has cooled of late. The combination of copious ads and insipid, unwanted and frequently inaccurate AI-powered results have sullied the latter brand, at least among users who are paying attention. Some people have begun to seek out alternate web searches, just as many fled the Elon Musk iteration of Twitter. Is a similar migration for more ethical online video platforms in the realm of possibility? YouTube should make its algorithm safer for its youngest demographic to avoid finding out. (This column reflects the personal views of the author and does not necessarily reflect the opinion of the editorial board or Bloomberg LP and its Bailey is a film critic and historian whose work has appeared in the New York Times, Vulture, the Playlist, Slate and Rolling Stone. He is the author, most recently, of "Gandolfini: Jim, Tony, and the Life of a Legend.")
